How to add value with video

Because of its TV channel, HSN Inc. has access to nearly an endless array of video content. But when it launched a more video-centric site in 2007, the retailer realized that it had to define an objective for the videos on its site, says Emery Skolfield, HSN.com director, digital content, who will be speaking next week at the Internet Retailer Web Design & Usability Conference 2011.

The retailer quickly realized that it could offer an array of content drawn from its TV channel to engage consumers in a variety of ways—from how-to demonstrations to highlighting the product’s brand.

“We think of video in different ways,” says Skolfield, who will speak in a session entitled “Integrating videos into your design.” “It’s not all intended to be a conversion driver.”

HSN has more than 18,000 videos edited straight from the TV channel. Tracking which videos are the most-watched helps inform the retailer’s development of web-exclusive videos.

For instance, if the retailer sees a significant number of consumers are watching videos featuring sterling silver jewelry it can then tap a jewelry designer to offer tips on how to clean sterling silver jewelry in a video. Or, the designer could showcase how to mix and match various jewelry pieces at once, says Skolfield.

“Videos can be educational and build trust in our brand,” he says. “If they do they add value and give the sense that HSN.com can help a consumer even after she’s made her purchase.”

As part of his conference presentation, Skolfield will talk about why HSN believes interactive, user-controlled videos are the future of online video. The retailer already has a series of interactive videos that run twice a year featuring models in full head-to-toe ensembles. Consumers can roll over a piece for additional information, zoom in or make the model move.

Those interactive videos not only drive traffic, he says, they also give consumers a reason to engage with the videos longer than usual. “That’s pretty valuable,” he says.